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MARKETSharaf DG is the leading electronics destination in the countries of UAE, Bahrain, Oman and Qatar. In eleven years this retailer has changed the way electronics are purchased in the region with its knowledgeable and friendly staff, great service and the widest range of consumer electronics across its 34 stores.

ACHIEVEMENTSIn just over a decade, Sharaf DG has brought about various innovations in the electronics retail business - pioneering concepts like real time inventory and procurement management, ensuring expert advice by having only employees and no promoters at stores, a tablet with each sales executive to help customers, and offering a brand promise of making any product available within 24 hours. Thanks to the trust built amongst consumers with these efforts, more than one million customers walk into Sharaf DG stores every month.

A major landmark in 2015 for Sharaf DG was the launch of its new retail format at its Times Square Centre store - a result of extensive research, design and testing. The new store format brings together the physical, human and digital experiences to create an exciting retail experience. The wide aisles, open plan format and carefully planned colour and materials palette help to create an unparalleled shopping experience.

Innovations such as the video display wall in the GCC - with a resolution six times more than 4K, automated vending machines for high value stocks, a ‘smart-home’ concept, the DG Lounge

where customers can relax over an espresso and enjoy free wi-fi and the largest gaming wall in the UAE make the store an exciting place to be. An exclusive ‘Event Kitchen’ space hosts live events in store, and even the kids have spaces to be entertained around the store with activities and toys.

Technology has been interwoven seamlessly to create customer experiences while shopping - each sales executive has a tablet to enable assisted selling. Through this he can cast information to any of the 30 display screens around the store or play a customer’s preferred content on any of the TVs on display - all to help customers make

a better choice. The video wall in the camera section automatically shows the features of the camera which a customer picks up thanks to smart sensors built in. The store also has the DG Help section which has authorised service centres for leading brands such as Apple, Samsung and Lenovo - where customers can repair their product whether it was purchased from Sharaf DG or any other retailer.

In the past eleven years Sharaf DG has won numerous awards and accolades, some being:l Superbrand 2016, 2015, 2014, 2013, 2012, 2011l Most Admired Retailer of the Year – Consumer Electronics, RetailME Awards 2014l Specialty Retailer of the Year – UAE,Dubai-Gitex 2014, FDC Internationall Specialist Retailer of the Year – UAE,ME Retail Academy 2014 l In-store Experience of the Year Award,ME Retail Academy 2014 l Customer Promotion of the Year Award, ME Retail Academy 2014 l Power Retailer of the Year 2013-2014 – Benq l Ranked top 100 on Global BrandSimplicity Index MEl Best Sandisk Retail Sales, Sandisk RetailAwards 2014l UAE and Iraq Retail Partner of the Year,HP Channel Awards 2014l Best Instore Management 2014 –Air Conditioner Category, LGl Best Sales 2014 – Refrigerator (DID SXS Product Category), LGl Preferred Retail Partner 2014 – Philips Middle East & Turkey

HISTORYSharaf DG started as a concept on a storyboard, in 2003, with a vision to change the face of electronics retail in the region by providing services to customers never seen before in the industry. The vision materialised as Sharaf DG with the first store in 2005 at IBN Batuta mall. In 2007 Sharaf DG created history by opening the biggest electronics store in UAE at Times Square Centre in Dubai with an area span of 100,000 sq ft.

2008 saw the launch of Sharaf DG in a new country, Bahrain, and within a year of opening the store has become the largest and most preferred destination for electronics purchase in the market. 2008 also saw the launch of two new concepts - DG +, which is a high end audio video boutique, and Sharaf DG 4U, a concept store to increase reach to customers and enable convenient electronics shopping. Continuing its commitment to offer exemplary services in electronics, in 2008 Sharaf DG launched its tech service wing, DG Help, to provide professional assistance to customers. DG Help specialises in audio and video installations, computer setup and servicing and mobile handset repairs and can be availed either inside the store or customers can call the toll free number 800 DG HELP (800 344357) to avail the services at their convenience.

2012 opened more opportunities to reach a wider market with the launch of Sharaf DG store in Oman, a second store in Bahrain, and its first store in Fujairah. The Fujairah store was a landmark in being the first and only retail store in the UAE having 100% Emirati staff. 2013 saw the launch of Sharaf DG in Qatar as the Largest Electronics Destination in the region and also opened a third store in Bahrain. Sharaf DG also strengthened its partnership with Union Cooperative Society with the opening of two stores – in Al Twar and Rashidiya to cater the needs of Emiratis.

Over the years, Sharaf DG has expanded rapidly, currently having 34 outlets spread across GCC, reinforcing its commitment of easy and fast accessibility to its customers. This extends to its presence on social media where the brand has a huge fan following across key site - Facebook (over 880,000 fans), Twitter (over 32,000 followers) and Instagram (over 15,000 followers).

l DG stands for Digital Galleria.l Sharaf Group has been in the electronics industry since 1976.l Sharaf DG has the largest floor area dedicated to electronics products in UAE. l Sharaf DG has more than 18,000 products of over 300 global brands in its stores.l Sharaf DG is the only electronics retailer which offers the “Product Search and Service Concept”.l Sharaf DG‘s “If we don’t have it, you get if free!” 24 hr brand promise has served more than 100,000 customers and given more than 400 customers their desired electronic products absolutely free! l Sharaf DG boasts of the largest electronics destination in Dubai - Times Square Centre, Abu Dhabi - Abu Dhabi Mall and Al Ain - Al Ain Mall. l Sharaf DG sees over one million walk-ins every month.l There is a metro station in Dubai named “Sharaf DG”

THINGS YOU DIDN’T KNOW ABOUTSHARAF DG

PRODUCTSharaf DG’s prime focus is on enhancing the lifestyle of customers by addressing all their electronics needs through a wide assortment of leading edge high-tech products including TV, home entertainment, IT, telecom, photography, home appliances, personal care and gaming backed with unmatched product availability in the stores.

At Sharaf DG, customers can choose from more than 18,000 different electronic products and accessories from reputed international brands available in store and online. Sharaf DG’s specially trained and knowledgeable staff provides customers with assistance to make informed decisions.

When it comes to serving customers Sharaf DG does not stop only at product availability and purchase assistance but believes in providing complete solution in computer and home theatre packages. To aid customers at home, DG Help offers installation, support and services for audio video components and computers. In addition DG+ has a projects division specializing in providing complete audio and video solutions from products to design and implementation including private cinema rooms for home and offices.

PROMOTIONWith its commitment to widest choice, best value and trusted service, Sharaf DG believes in devoting significant resources to create a fun experience for its customers. Grand openings, sponsorship events, sale events, vendor and community partnerships create an engaging experience for customers thereby driving traffic to the stores.

Sharaf DG partnered with various brands such as BMW, Cleartrip, Zomato and others to offer customers great value along with their electronics purchases. The extremely popular BMW + TV promotion has seen over 300 customers take up this offer in the last few years, while various contests and giveaways have been run to commemorate events such as their anniversary, DSF or Gitex.

BRAND VALUESWith the recent rapid developments in technology, it can be quite intimidating and confusing for customers to make an informed purchase decision. Sharaf DG understands this and strives to provide a complete shopping experience to customers with continued focus on:l Product availability through a wide assortment.l Best price guarantee.l Providing end to end solutions.l Assisting in making informed and bestsuited decisions.

Sharaf DG gives a best price guarantee to customers that if they find an identical product for

less, they get double the difference. It strengthens customers’ trust in Sharaf DG in delivering the best price in the market.

To ensure that there is no dissatisfaction amongst customers due to non availability of product, Sharaf DG promises its customers the 24 hour Brand Promise - in case of non-availability of a product, Sharaf DG registers the enquiry and procures the product from its authorised distributor in the country within 24 hours, otherwise its free for the customer!

In the first quarter of 2016, Sharaf DG launched DG Privilege - a programme to recognise the most valuable customers, and provide exclusive experiences and benefits to them. Customers are tiered into Silver, Gold and Platinum Tiers based on purchases they have made in the last twelve months period. Customers get exclusive benefits including one time gifts, bonus Air Miles, complimentary services in-store, preview and invites to select launches and more.

CSR is one of Sharaf DG’s main community achievements. Sharaf DG firmly believes in reaching out to the community and shares its resources for programmes with a higher purpose - to help others in need. Sharaf DG drives, as well as participates in, Corporate Social Responsibility (CSR) programmes such as charity donations, fund-raising programmes, and frequently enters into partnerships with the government. Sheikh Mohammed Bin Rashid Al Maktoum ‘Friends of the Arts’ Award, 2013, 2012 is a true depiction of its active participation in such programmes.

www.sharafdg.com

Sharaf DG ‘s New Retail Format at Times Square Center store.